Amazon Prime Video customers will face a choice between watching adverts or paying more to remove them when updates to the firm’s streaming service kick in at the start of next year,

The company also warned that live events, such as sports, will continue to include commercials even if people have upgraded to the new ad-free membership tier.

It is part of Amazon‘s efforts to grow revenue – started last year when it raised Prime fees by 17% to account for rising costs.

That was despite a surge in profitability for the group.

Amazon’s move follows similar roll-outs by streaming rivals Netflix and Disney.

All are reacting to weaker subscription levels given the squeeze on household budgets across much of the world – damaged more recently by production delays linked to the Hollywood strike.

“To continue investing in compelling content and keep increasing that investment over a long period of time, starting in 2024, Prime Video shows and movies will include limited advertisements in the UK,” its statement said.

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“We aim to have meaningfully fewer ads than linear TV and other streaming TV providers.

“No action is required for Prime members. We’re not making changes in 2024 to the current price of Prime membership.

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“We will also offer a new ad-free option and will share the price of that option at a later date.

“We will email Prime members several weeks before ads are introduced into Prime Video with information on how to sign up for the ad-free option if they would like,” it added.

The UK is not alone in facing the additional cost. For US customers it will be around £2.50 per month.

Germany and Canada will also be hit in early 2024, followed later by customers in France, Italy, Spain, Mexico and
Australia.

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